Account-based marketing can help B2B organizations in a variety of verticals engage and retain customers. But running ABM effectively isn’t without challenges. Here’s five reasons many account-based marketing initiatives fail.
Lack of Ownership
It isn’t enough to simply assign accounts to salespeople, give them some background information and expect them to run with it. Successful account-based marketing requires a cheerleader who can connect the dots between sales and marketing, mobilize the team and make the most of opportunities to engage with customers, like interactions at VIP events. Executive sponsorship also helps give the program a “face” for account teams and customers alike, and prevents great opportunities from getting lost in the shuffle.
